10 Day Flash Sale Case Study
Project Overview
The Ask
Create a customer experience to sell products at a discount, by featuring different product deals each day for 10 consecutive days.
My Role
Customer Experience Strategy, UX Researcher, UX Designer
Duration
Drip Campaign: 8/2/22
Promo Dates: 8/5/22 -8/14/22
Software
Figma, Illustrator, Photoshop, Sailthru
The Details
Europe: 10 days, 10 skus €10 (EUR) off ​
Canda : 10 days, 10 skus $13 (CAD) off
The Goal
Increase open and click through rates. Drive traffic to the website and get customers to purchase the promotion.
Strategy
Concerns
Unsubscribes
We were concerned they would unsubscribe if they received too many emails.
Click Through & Open Rates
We were concerned about a negative impact on the open and click thru rates.
Timing & Bandwidth
With all of our other promos, we didn’t have the bandwidth to create unique emails for each day.
The Approach
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Gave customers the option to opt-in to receiving the emails each day of the sale.
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Created a mystery and desire to be the first-to-know.
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Positioned the sale as a flash sale to create a unique offer and sense of FOMO.
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Created a cohesive and seamless customer experience from the emails to the website.
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Established key metrics to understand the Customers' behavior towards this type of promotion.
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Identified the number of active email accounts on the Canada and European audience lists.
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Created animations to encourage interactive engagement.
Launch Campaign
Homepage Banner
Daily Promo Landing Page
Drip Campaign
Confirmation Page
Campaign Performance
The email open rates were around 2x higher than the average campaign.
Increased Email Open Rates
The email click through rates were more than 19x higher than the average campaign.
Increased Email Click Through Rates
Increased Website Sales
The sales attributed to this campaign were higher than previous similar promotions.
Insights
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Now we have a new benchmark for comparison of future campaigns.
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We learned that our open, click through rates and sales were significantly higher in this promotion.
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We learned that everyone who opted-in has a valid email and is interested in hearing about our promotions.
Next Steps
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Data Collection: We will collect additional data to determine the ideal balance between casting a wider net and maintaining targeted email lists, ensuring our marketing efforts are efficient and effective.
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Testing and Insights: We will conduct more tests to gain valuable insights into other types of promotions that can further enhance click-through rates, open rates, and orders, allowing us to optimize our promotional strategies and drive more sales.
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Continue Marketing: We will continue to market promotions to our audience list consistently, while also actively working to expand the list, to maximize its impact and drive increased sales.